Coca-Cola is aiming to reach out to teens with celebrity-designed Tumblr templates.
PepsiCo plans to increase marketing spend on its brands by between $500 million and $600 million this year, cut costs and trim its agency roster, the company said in an earnings statement Feb. 9.
Coca-Cola plans to invest as much as $650 million from annual cost savings into its future marketing efforts, the company said on Feb. 7.
With campaign effectiveness in the spotlight during the recession, companies are trying new ways to target via to consumer behavior, according to marketing executives speaking at Advertising Week. For one, Carol Kruse, VP of global interactive marketing at Coca-Cola, said that the soft-drink giant is placing more emphasis on "occasion-based marketing."
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